High Pressure Processing (HPP), a technology pioneered by JBT Avure, is making an increasing impact in the dressings and sauces sector, revolutionizing categories such as juice, salsa and hummus by enabling manufacturers to extend shelf life with a clean-label product that retains the flavor profile of a fresh product. This is the key message that will be delivered by JBT Avure during its upcoming appearance at North America’s leading event for the sector, the Association for Dressings & Sauces (ADS) 2018 Technical Meeting.
Taking place at Charlotte, North Carolina’s Westin Charlotte Hotel from April 29 – May 1, the ADS Technical Meeting brings together delegates from across the dressings and sauces industry, and provides an ideal opportunity to highlight some of the many successes surrounding HPP and tackle some of the misconceptions.
Dwight McVey, JBT Avure’s Regional Sales Manager who will be delivering a presentation and manning the Avure stand, says the event has provided a valuable forum for spreading the word about the benefits of HPP technology. “Last year A&B Process Systems, also a JBT company, presented some information on the benefits of HPP at the ADS Technical Meeting – there was a lot of interest generated at the conference but we felt there was a need for more education on the technology,” he explains. “Thankfully we were given an opportunity by ADS to have a presentation slot and tabletop dedicated to HPP.”
McVey says Avure has seen explosive growth with the brands that use HPP in the dressings and sauces category, however – despite the products being a great fit for HPP – it still lacks the market penetration experienced in other sectors that use the technology.
“HPP checks all of the major boxes for current consumer and retailer trends, such as shelf-life, food safety, and clean label,” he adds. “However, lack of education on the technology is the main constraint in preventing larger adoption of HPP. The ADS Technical Meeting is an excellent opportunity for Avure to clear up misperceptions regarding HPP and educate the marketplace on all of the great things it has done for other brands.”